American adults love their television.
That’s the key takeaway from a research study conducted by global market research firm GfK that will get a comprehensive review at the Sept. 29 Forward 2016 broadcast television leadership conference in New York.
With TVB, the Television Bureau of Advertising, presenting the findings and presenting a White Paper at its website, positives about television aren’t exactly a surprise.
RBR + TVBR OBSERVATION (full text below, for subscribers): You’re joking, right? Editor Adam spends hours each day with e-mail and social media, and has the radio on for at least eight hours a day. Time spent with television may be an hour, and some days “television” means watching programs on the Xfinity TV Go app for Comcast subscribers. So, who are these respondents, TVB family members?
The “Media Comparisons 2016” study from GfK compares ad-supported media platforms in terms of reach, influence, engagement, trust and time spent among important demographic groups.
Among the key findings:
- Adults aged 18+ spend 4 hours and 54 minutes with television, compared to 62 minutes for radio, 56 minutes for e-mail and 50 minutes for social media (50 minutes)
- Local broadcast TV news serves as the primary TV news source for some 22% of adults 18+, compared with network TV news (14%) and cable news channels (13%)
- Broadcast news websites and apps serve as the primary news source for some 10% adults 18+, compared with all other internet news (8%) and social media (7%)
For digital news, 68% of respondents cited local broadcast TV news websites and apps as the most trusted compared to all other internet news (48%) and social media (31%).
GfK did not disclose the number of respondents in its study, nor when it was conducted.
RBR + TVBR OBSERVATION: You’re joking, right? Editor Adam spends hours each day with e-mail and social media, and has the radio on for at least eight hours a day. Time spent with television may be an hour, and some days “television” means watching programs on the Xfinity TV Go app for Comcast subscribers. So, who are these respondents, TVB family members?
As Editor Adam is a former analyst at global consumer research firm Mintel, we hope that GfK has conducted an unbiased look at consumer media habits and is simply not producing custom research for an organization that is patting itself on the back for outdelivering all other media.
With OTT and cord-cutting a reality, we’d like straightforward facts. With TVB presenting this report, we highly question the validity of the findings.
